By Tam Allenby, Assistant Editor, Beer & Brewer
Cricketers Arms is looking to make the most of the growing mid-strength beer segment by adding the 3.5 per cent Session Ale to its line-up.
Session Ale is brewed with three types of hops: Super Pride, Cascade and Amarillo, and is a refreshing ale that “will keep you anchored at the crease all afternoon, from last drinks to tea.” The brewer said that the new beer is aimed at consumers seeking a mid-strength craft beer that doesn’t compromise on taste.
Hamish McArthur, Cricketers Arms Brewer, said: “Session Ale proves that your beer doesn’t need to be high strength to taste good, with the 3.5 per cent ABV tasty as ever.
“With an IBU of 26, this refreshing ale is hoppy but not especially bitter, balanced with full malt character from three malts and three hops, including our Cricketers Arms signature Amarillo hops.”
Sarah Wilson, Brand Manager for Beer at Asahi Premium Beverages, said that the brand saw an opportunity in the market for full flavoured, mid-strength beer.
“Mainstream mid-strength beer and craft beer have both outperformed the market, growing at +21.5 per cent and +9.3 per cent respectively and there is no sign of this slowing down. The craft beer can market has also more than doubled in size, with +110.7 per cent value growth,” Wilson explained.
“Session Ale will help continue the growth of both the craft beer and mid-strength categories, by providing a consumer preferred full flavoured beer. For retailers, it introduces a greater range of craft mid-strength offers, which will increase penetration of the segment and at the same time trade shoppers up into a higher dollar per litre brand.”
Now available in pubs and bottleshops in six-packs of 375ml cans, the Session Ale joins an award-winning stable of Cricketers Arms brews: Keeper’s Lager, Spearhead Pale Ale and Scorcher Summer Ale.